B2C marketing plan : focusing on camera product category for Le Bao Minh Joint Stock Investment Company
Le, Trang (2016)
Tampereen ammattikorkeakoulu
2016
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603072919
https://urn.fi/URN:NBN:fi:amk-201603072919
Tiivistelmä
The main objective for this thesis was to find out effective marketing strategies related to camera product category for Le Bao Minh Joint Stock Investment Company to attract customers choosing Canon cameras sold by the company. The thesis purpose was to create a detailed marketing plan to replace ineffective and unstructured current marketing plan of the company.
To fulfil the objective, the collection of both secondary and primary data was performed. Secondary data was collected mainly through published books, e-books and online academic writing; combined with the data and statistics provided by the case company. Primary data was gathered by two ways: customer survey; and interviews with company Marketing manager and one Business planning staff. Customer survey was conducted in both online and paper forms with the participation of 207 suitable respondents.
The thesis consisted of three main parts. The first part was theoretical framework; which was supported by secondary data the author collected from different sources. The second part was to analyze customer survey by presenting graphs and explanations to obtain primary data. The third part was to answer the main objective by developing a detailed marketing plan for the case company based on the structure of theoretical framework. Internal and external situational analysis, SWOT, customer and competitor evaluation as well as marketing mix were focused in this part.
Based on the marketing plan, a list of recommendations was presented at the end of the thesis. The results of this thesis will be utilized by the case company to conduct a marketing plan in 2016.
To fulfil the objective, the collection of both secondary and primary data was performed. Secondary data was collected mainly through published books, e-books and online academic writing; combined with the data and statistics provided by the case company. Primary data was gathered by two ways: customer survey; and interviews with company Marketing manager and one Business planning staff. Customer survey was conducted in both online and paper forms with the participation of 207 suitable respondents.
The thesis consisted of three main parts. The first part was theoretical framework; which was supported by secondary data the author collected from different sources. The second part was to analyze customer survey by presenting graphs and explanations to obtain primary data. The third part was to answer the main objective by developing a detailed marketing plan for the case company based on the structure of theoretical framework. Internal and external situational analysis, SWOT, customer and competitor evaluation as well as marketing mix were focused in this part.
Based on the marketing plan, a list of recommendations was presented at the end of the thesis. The results of this thesis will be utilized by the case company to conduct a marketing plan in 2016.